Simon sits down with Kerry Mason, founder of Fresh Chef Frozen Meals, for a raw, practical conversation about building a multi-six-figure e-commerce brand from scratch in New Zealand.
Kerry launched Fresh Chef 10 days before COVID lockdown shut his restaurant. He had Shopify for gift cards, a paddock-to-plate supply chain, and 30 staff he'd promised to look after. He started delivering meals out of restaurant takeaway containers. First week he did $2,000. Five years later, he's on track for a $1 million quarter.
We go deep into the exact system Kerry built to get there: the $99 sample box offer that cracked front-end acquisition, the "Make Banger Videos" framework he stole from the TEA accelerator and made his own, and the retention strategy that has nothing to do with Klaviyo or Triple Whale. We also go live on the call with a real customer, which is probably the most honest 3 minutes of e-commerce advice you'll watch this year.
This one is about what actually builds a durable brand: a sharp offer, consistent product, and the willingness to pick up the phone.
